Bentley Motors has introduced a new logo, marking a significant update to its design language and brand identity. The New Bentley Logo is a redesign of the iconic Winged B emblem that has symbolised the brand’s presence in the automobile industry for over a century. The refreshed logo will make its first public appearance on July 8, 2025, as part of a futuristic concept car reveal at the company’s Headquarters at Crewe in the United Kingdom.
This marks only the fifth time in Bentley’s 106-year history that the emblem has undergone a transformation, and it comes at a time when the brand is doubling down on design innovation, digitalisation, and is adopting a more modern and contemporary design language as seen on its newer models.
New Bentley Logo – Design
The New Bentley Logo was crafted entirely in-house spearheaded by Robin Page, Bentley’s Director of Design. The draft for a new logo began as a competition within the design team, with winning concepts developed further into what is now a more refined, modern version of the historic badge.
One of the most noticeable updates is the reshaped wings now sharper and more angular a contrast between the softer lines of the outgoing emblem. The inner wings retain their diamond patterning, and the “B” centre jewel now takes on the form of a standalone icon. Inspired by luxury watch craftsmanship, it features a bevelled glass edge and chamfered metal surround, giving the New Bentley Logo a distinct look.
The lower feathers under the “B” have been dropped from the design, giving the logo a sharper and more streamlined look. To quote Robin, “In an era of ever-increasing complexity and fidelity from digitalisation, an exercise of simplification and refinement is a modern necessity – and so the new emblem is cleaner, sharper and more impactful than its predecessor. The new Winged B – and the concept car that introduces it – both symbolise a powerful, exciting future for this company and its exceptional, handcrafted products.”
New Bentley Logo – Upcoming Concept Car
Though the emblem debuts on a non-production concept car, the design philosophy behind it will soon inform the brand’s future product lineup. While specifics on the new vehicle are still under wraps, Bentley has confirmed that the concept pays homage to an iconic model from its past and signals the direction for upcoming vehicles.
The concept car featuring the New Bentley Logo is expected to showcase the brand’s next-generation aesthetic—merging traditional craftsmanship with forward-thinking materials and electric propulsion technologies. It will be unveiled alongside the grand opening of Bentley’s revamped Design Studio on July 7, housed within the historic 1938 factory building at Crewe.
New Bentley Logo – Brief History of Bentley’s Logos
The first Bentley logo was designed in 1919 by renowned motoring artist F. Gordon Crosby. It combined a capital “B” flanked by asymmetric wings a nod both to speed of the Bentley vehicles of the day and to the founder, Walter Bentley’s career in aviation. Each wing had a different number of feathers to tell it apart from counterfeiters.
In 1931, after Bentley’s acquisition by Rolls-Royce, the logo was reworked with symmetrical wings with ten feathers on each side inside a plain black oval. This version was in production for decades until 1996.
Volkswagen Group’s acquisition of Bentley in 1998 saw the last change, introduced in 2002 with the launch of the Continental GT. This version switched back to the asymmetric feathers design with 10 on the left, 11 on the right and had remained the core brand logo until today’s redesign.
New Bentley Logo – Existing Product Portfolio
Bentley’s current global lineup includes the Continental GT, Continental GT Convertible, Flying Spur, Bentayga, and Bentayga EWB. While the New Bentley Logo debuts on a concept car later next week, the brand has not officially confirmed when it will appear on existing models. In 2024, Bentley Mulliner introduced its first bespoke limited edition exclusively for the Indian market.
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